Hoddle
A geolocation app aimed to encourage tourism in Melbourne.
The Idea:
A game like system in which users are prompted to find 10 sound artefacts called “Waves” around Melbourne CBD. The hunt leads through a semi-curated/guided tour of the city and features Melbourne trivia, exclusive discounts and more.
Work Completed
App UI & UX design, User-testing, Prototyping and Wireframes, Game design, Collection Mechanics Design, Branding.
The Problem:
The Melbourne CBD is reeling from the effects of the pandemic response lockdowns and border closures. As international travel life opens back up, this becomes crucial to inspire local and foreign Melbourne alike to explore the cite and restore its hustle and bustle.
Key Mechanics
Waves:
Iconic Melbournian Soundbites to be discovered throughout the city, finding a Wave unlocks a mini game and grants the user access to CBD lore.
Hot and Cold mini-game:
Upon entering the radius of an undiscovered Wave, Hoddle will buzz with a notification inviting the user to play a mini game. The app will guide the user the position of the wave using the gyroscope technology on your phone ( pointing and tilting the device) and the sound cues and vibrations.
Rewards and EXP
Every logged Wave adds points and rewards to the user’s profile. These come with facts about the CBD, as well as discounts and benefits at affiliated attractions, businesses, and events. Hoddle points/EXP can be redeemed at participating locations and are designed to encourage more frequent trips to the city.
Target Audience
Who is this for?
Workers in CBD and Tourists
Through secondary research, it was discovered that two demographic groups experienced a decline in pedestrian traffic during the pandemic in Melbourne. To address this issue, research was conducted on current and emerging technologies, which served as a catalyst for brainstorming ideas. The concept of incorporating sensory experiences emerged as a potential solution, leveraging our five senses to enhance the pedestrian experience in Melbourne.
Functionality
Scenario
The Hoddle app user, a working holiday visa holder user the app to explore the city on their days off. After making it to the CBD, they open the app and locate the nearest point of interest. They then go through the H+C mini-game, discover their newest Wave and access their Rewards information about the city and get a coffee at a discount at local affiliated coffee shop.
Prototype and Testing
Paper Prototyping
A paper prototype was used for the initial stage of the user testing as it was a cheap and easy way to brainstorm and rapid prototype and build a set of questions and data sets for later testing with real participants. This initial testing led to an addition of more back and close buttons, as well as revisions to the visual directions of the H + C game.
Camera transparency was also included into the mini game, while changes were mock to the verbal commands/ used while seeking out new waves.
The field-testing protocol consists of an on-site demo of the app, apologising tasks such as visiting the 10 iconic locations in the Melbourne CBD, and validating through the app to access the accumulated trivia and rewards in order for them to get a sense of the app. Once these tasks were completed under observation by the app facilitator the testers will be taken through an interview and debriefing to collect immediate actions and insights on the experience of the app.
Field Testing Protocol
The field-testing protocol consists of an on-site demo of the app, directing users to complete tasks such as visiting the 10 iconic locations in the Melbourne CBD, and validating through the app to access the accumulated trivia and rewards in order for them to get a sense of the app. Once these tasks were completed under observation by the app facilitator the testers will be taken through an interview and debriefing to collect immediate actions and insights on the experience of the app.
Branding
Hoddle is a tribute with the iconic hoddle grid design created by Robort Hoddle for the city Melbourne, the grid of the streets form the citys central business district where the app’s waves can be collected.
Can you see the iconic Hoddle grid?
